This is a demonstration of the use of non-linear type questionnaires in the field of customer satisfaction research - here specifically looking at flights. The aim is to get measurements of items that are important to customers, in the order that customers think they are important, and to increase the number of items that could be rated but, importantly, without demanding that respondents answer everything.
Combined with larger sample sizes this gives more detail for a satisfaction project, whilst not over-burdening individual respondents and means that genuinely held strong views are not muddied by requiring views from those who have no or just a weakly held opinion or impression. For illustration, the survey focuses on airline travel.
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